Dealer Principal - October 2007 - (Page 16)

“ While developing CarTango, Osborne seriously considered feedback from both buyers and sellers. ‘This hasn’t been something we cooked up in a vacuum,’ he said. ‘This was all developed through conversations with buyers and sellers.’ FUTURE STEPS FOR A SUCCESSFUL Return on Dealer Investment • Provide a Great Shopping Experience Recognizing Trends • Flexible Adaptation and a pay-for-performance model for its more qualified sales leads. Osborne explains, “The dealer subscription to CarTango is going to be minimal compared to other sites out there. The dealerships don’t pay us until we bring them a buyer … you pay for results. There is no huge monthly commitment to this. You pay when we bring you a buyer, you pay for results.” Osborne predicts that dealerships will see improved return on investments of time and money spent trying to earn business through the Internet. The company will soon begin actively recruiting dealerships. Currently, dealerships can download the CarTango Dance Card, the tool used to bring buyers to the sellers’ desktops. When a buyer invites a dealership to Tango, the CarTango Dance Card will immediately provide notification to the dealership that the buyer is ready to begin their relationship. Osborne views success of CarTango as more than just quantifying arbitrary metrics. cartango Though he has certain objectives in mind for enlisting dealers, validation of the model will be made if buyers and sellers are using the tools. Osborne believes he has accomplished his goal “… if CarTango is enhancing the buyer’s experience while being the catalyst for sellers to increase their closing ratios and decrease their cost per acquisition. When we see such results, then we know we are doing our job successfully.” “The long-term viability of CarTango,” Osborne notes, “will hinge on showing return on dealer investment, continuing to provide a great shopping experience, and staying attuned to trends in technology and being flexible enough to adapt.” With such worthy goals in their site, Osborne and his team are determined to make CarTango.com become the most effective automotive lead generation site for both buyers and sellers. CarTango is truly bringing a new twist to an old dance. 1 www.dealerprincipalmagazine.com “ http://CarTango.com http://www.dealerprincipalmagazine.com

Table of Contents Feed for the Digital Edition of Dealer Principal - October 2007

Contents Reality Check Cover Story: Car Tango Does Your Service Menu Pass the Mom Test? Your Greatest Asset Your Toll Free Number Could Be Turning Customers Away

Dealer Principal - October 2007

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